OOH ‘boosts market share by a third’, claims new Rapport and IPA study

/, OOH Trends/OOH ‘boosts market share by a third’, claims new Rapport and IPA study

OOH ‘boosts market share by a third’, claims new Rapport and IPA study

Happy New Year to all our clients and friends! We wish you and your brands health, wealth and growth in 2018 and beyond. We’ve very excited about the potential 2018 holds for brands, particularly those that include OOH in their media mix.

“Long-term brand-building is the most effective contribution to profit growth, as shown in the work by Les Binet and Peter Field in ‘The Long and the Short of It’ for the IPA. It’s also what OOH does so well and so efficiently. The reach and scale offered by OOH is for brands that want to be seen, big and bold, in public spaces. These brands won’t disappear beneath the fold, they won’t be skipped or blocked, and they will be safe”

Tim Lumb, Insight & Effectiveness Director, Outsmart –

Out-of-home advertising can boost market share by more than a third, according to a new report written by marketing analyst Peter Field.

The study, commissioned by agency Rapport in association with the IPA, examined 147 case studies from the IPA’s Effectiveness Awards Databank, focusing on “power users” of outdoor media, who have invested at least 15% of their budgets on the medium.

Field claimed that those campaigns receive a boost of over one-third in market share and a 20% increase in profit growth.

These “power users” also achieved markedly greater brand uplifts compared to those eschewing OOH, boosting “esteem” metrics by 41% and “fame” by 32%, the latter a key driver of long-term profitability according to Field and Les Binet’s 2012 report, The long and the short of it.

Field said: “In today’s highly crowded media environment, the impact on consumer brand memory structures is important and valuable. Moreover, its flexibility can be exploited to drive both short-term activation effects as well as long-term brand effects. As a result, campaigns using OOH deliver sturdier business results and enhance the effectiveness of other media compared to those shunning OOH.”

Paul Sambrook, global marketing director of Rapport, added: “In an increasingly cluttered media landscape, it is imperative to take stock of what’s working and improve upon it.

“This report provides tangible proof of OOH’s power to drive not just advertising success, but also business success; what constitutes best-practice in OOH; and how it integrates effectively with other media channels.”

Article from https://www.campaignlive.co.uk

The IPA is widely recognised as the world’s most influential professional body for practitioners in advertising and marketing communications.  It has a well-earned reputation for thought leadership, best practice and continuous professional development and also provides core support and advisory services for its corporate and individual members. Based in the United Kingdom for nearly 100 years, IPA programmes can be found in more than 60 countries worldwide.

The Mall environment is the perfect place to reach the full spectrum of consumers whilst they’re out ‘n about. In Touch Media has just implemented a digital campaign for the Cape Town Opera on digital network of sites strategically placed at high foot traffic areas within selected malls in Cape Town. The campaign for the much acclaimed “Tsotsi – The Musical” will flight until the end of February to garner further awareness and encourage additional ticket sales.

Reboost advertising in Cape Town for the first time, on a selection of roadside billboards across the city, increasing their awareness during the busy summer months in the Mother City.

In Touch Media facilitated the installation and implementation of the Water Scarcity Campaign in the Cape Town outlying regions on behalf of The MediaShop Cape Town. The campaign, targeted at tourists, was flighted to heighten awareness of the dire drought in Cape Town and outlying areas.

We are finish off a campaign for Piatto in Gauteng, which gave them great exposure during the festive season, on selected sites aimed at their target markets, close to their various Restaurants.

Nothing like a bit of ice cream advertising in the Summer Months – great designs supplied for Lunch Bar Ice Cream!

A localised campaign was done in the Western Cape during the dry summer months, to increase awareness of risks of fires.

These great designs for Amarula were placed on selected OOH ad spaces during the festive season.

By | 2019-03-15T14:05:59+00:00 January 31st, 2018|Newsletters, OOH Trends|0 Comments

About the Author:

Margie Carr
Margie Carr has been involved in various aspects of the Out Of Home world in South Africa since 1995, and established In Touch Outdoor in 2002, growing the company to an accredited specialist media agency in 2015 along with her dedicated team. She is passionate about Outdoor Advertising. Margie spends her time strategising for clients, growing her marketing skills, writing articles and painting whenever she gets the time.

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